Retail sales of adult incontinence products is expected to stagnate over the forecast period amid tough competition from the Rx channel. With consumers relying more on prescriptions for their incontinence needs, retailers will cater more to those who have run out of Rx products and need to top up, or those suffering from very light or temporary forms of adult incontinence.
E-commerce is already well developed in adult incontinence and consumers are accustomed to comparing products and prices between the grocery channel and pharmacies. Lithuania has a very well-developed system of parcel terminals across the country to facilitate online deliveries.
Innovation in the category will focus on creating products that mimic underwear. Tena is launching new products such as Tena Men adult incontinence products which look like regular underwear, from the shape through to the colour.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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